Page 29 - Bullion World issue 2
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Bullion World | Issue 02 | June 2021

           during these times where most of their   “This time too it was just online trading.   “ Akshaya Tritiya compared to 2020,
           Operations were impacted. Customers   Akshaya Tritiya is considered to be the   this year was far better. Last year the
           have bought various coins from Gold   happiest day to buy gold Jewellery. The   sudden lockdown was difficult. The
           starting from 100mg , 0.5gm , 1gm   highest gold trade in a day is on the    lockdown scenario was never faced by
           upto 100gm as per their budget and   day of Akshaya Tritiya.  Small Jewellery   last three generation. But since last year
           ritual of buying every Akshay Tritiya.  and gold coins are the biggest sellers.    the jewelers are trained now. We planned
                                             Consumers come to buy gold Jewellery   online sale and the business went fine. I
           We are looking for more like minded   in a festive manner.  In 2019, around 10   think Virtual sale is an excellent platform
           Bullion Brands and Partners who would   lakh customers flocked to 12000 gold   for business too”.
           like to join us in this journey to make   shops in Kerala.
           Precious Metal Coins & Bars easily                                  Mr.Jeetender Agarwal
           accessible in every possible location of   Although the Akshaya Tritiya celebrations   Sainath Jewellers
           India with multiple options to choose   were halted by 2020 due to Covid, online
           from, designs which are loved and   trade was up 10 per cent. This time too,   There was lockdown this year on Akshay
           personalization as a memorable gifting   Akshaya Tritiya business was only online.    Tritiya. Hence no business as such. A
           product”                          Most of the gold shops in Kerala, big   few booked gold for the future delivery,
                                             and small, traded more online this time.   but that was negligible. Regarding online,
           CA. Priyesh Shah                  Each gold shop was promoted through a   a few of the customers who called opted
           Co-founder                        separate customer base via WhatsApp,   for online purchase from other platforms
           CoinBazaar.in                     Instagram, Facebook and communities.   as we are not into online selling.We
                                             Responses from the market indicate that   had been using online & social media
                                             more than 15 per cent of the trade took   as marketing tool only viz. advertising,
                                             place this time.  Consumers have also   generating leads, branding, customer
                                             bought gold through various commodity   relationship management.  Now we have
                                             exchanges”                        realised that we should start selling also
                                                                               using online platform.
                                             Mr. S.Abdul Nazar,
                                             Director, All India Gem and Jewelery   Mr. Sachin Jain,
                                             Domestic Council (GJC)            CEO Vardhman Jewellers, Bhiwani
                                             State Treasurer, All Kerala Gold and   (Haryana)
                                             Silver Merchants Association (AKGSMA)


















































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